Bud Light Fan Cans generate debate

Complaints focus on the message sent by beer cans in school colors.

By Margaux Henquinet

Published Aug. 28, 2009

A few weeks ago, just in time for football season and tailgating, Anheuser-Busch began producing Fan Cans, cans of Bud Light in 27 different color combinations often found in school colors. The cans are sold near major universities in their corresponding colors, meant to show school spirit without featuring school names or logos.

Already, many schools have expressed opposition to the cans, some contacting Anheuser-Busch with complaints. They fear having school colors on the cans will give the idea the school approves of drinking or drinking is part of school culture.

The concept has not gone over particularly well at MU.

"I'm not thrilled that it's happening," Wellness Resource Center Director Kim Dude said. "I think it goes to enhancing the culture of alcohol in colleges, especially at sporting events."

Student Health Center Director Susan Even echos Dude's sentiments.

"Here we have a campus with a significant number of students under 21 who are avid participants, both as athletes and fans," Even said. "To put the Fan Cans into their environment just seems to send a wrong message."

Even said the Fan Cans do not reflect the university's values.

"I think it does not promote the kind of healthy environment that makes students successful on a campus," she said. "It's not consistent with those values. It's concerning to me that alcohol merchandising like this would be part of our campus environment."

When graduate student Jim VanGordon saw the cans for the first time about a week ago, he said he was confused because they didn't look like the cans he's used to buying. He said he doesn't find the idea of Fan Cans too exciting.

"I would buy them moreso because they're Bud Light cans than for the color of the can," VanGordon said.

VanGordon said the cans could be popular for tailgating.

"It's a good marketing idea," VanGordon said. "[Anheuser-Busch] might make a little extra money off of it and it's a good way to promote their local presence."

Dude said she is not concerned about an increase in student drinking due to the special cans.

"I don't think more people will drink as a result," Dude said. "I think more people will drink Bud Light as a result."

Dude said the cans' availability could pressure students to make poor decisions about alcohol safety.

"The reality is, it's difficult enough to get students to pay attention to making safe choices, and it's too bad that this is making it more difficult," Dude said.

Dude said most students are safe about alcohol because most football fans drink between zero and four drinks at games.

"We have seen significant improvement in the behavior of our students, and we hope to see that continue," she said. "[Fan Cans] will be an obstacle to us, but we hope we can work through it."